Seoul Garden Food Truck

ABOUT 

Seoul Garden is a family owned and run Korean barbecue restaurant located in Mishawaka, Indiana. The owners established their restaurant with the goal of sharing authentic and delicious dishes and spreading the culture of South Korean cuisine to younger generations and areas growing in diversity. While in the stand-alone restaurant, guests have the option to cook their own Korean barbecue at the table; their food truck advertises premade dishes that are considered iconic in the realm of Korean cuisine, giving customers the chance to divulge in a taste that can only be replicated by Mishawaka’s own Korean Certified Chef!

VISUALS AND MEANINGS 

The food truck and packaging design is a playful intersection of traditional Korean themes with a fresh and vibrant illustrative style, speaking to the business goals of spreading culture, food, and knowledge to new generations and areas. By offering dish names in Korean as well as spelled out phonetically in English, and utilizing Korean motifs and patterns in a modern and appetizing way, immersing oneself in the culture is enticing and welcoming.

The Blue Dragon: The icon of 2025 in the Korean zodiac, symbolizing protection, good fortune, wisdom, heavenly power, and the repelling of evil.

Clouds: Often appear with the blue dragon in traditional Korean art, symbolizing longevity, abundance, and the absolute power of heaven.

Orange: Represents luxury and a privileged generation.

Blue: Symbolizes hope, vigor of youth, and creativity.

PACKAGING 

The food packaging for the Seoul Garden food truck is made specifically for Asian cuisine, with disposable chopsticks that double as a handle to hold boxes of food and to-go bowls for rice-based dishes. Each packaging option includes a sleeve that comes in a variety of colors, offering the customer an aesthetically pleasing photo opportunity for social media and/or item of memorabilia to remember their food truck experience!